Bryan Nagy – Marketing Insighthttps://bryannagy.com
Bryan Nagy, marketer pondering social media, digital media, advertising, and communications.Fri, 27 May 2016 21:13:32 +0000enhourly1http://wordpress.com/https://secure.gravatar.com/blavatar/0741a07f13a057d250c358f3cdacdbfc?s=96&d=https%3A%2F%2Fs2.wp.com%2Fi%2Fbuttonw-com.pngBryan Nagy – Marketing Insighthttps://bryannagy.com
Using Pinterest Analyticshttps://bryannagy.com/2014/09/01/using-pinterest-analytics/
https://bryannagy.com/2014/09/01/using-pinterest-analytics/#respondMon, 01 Sep 2014 13:27:47 +0000http://bryannagy.com/?p=2288Continue reading →]]>Well folks, it’s been a while, so there is a lot to cover. Over the next few weeks, we’ll be playing catch up to go over everything we’ve missed. First off, I want to run through some of the updates we’ve seen on Pinterest. Specifically, the analytics tool that Pinterest updated.

Pinterest Analytics Access

The original Pinterest analytics tool was very limited in the information it provided. I covered the tool over a year and half ago, where we discussed the inability for users without a business page to access the tool. This tool has since been changed, allowing all users (such as myself!) to access analytics about their pins without verifying a business website. You’ll notice below that there are still some sections only available to users with a website, but this is because that data provides information about users pinning content on the actual business website and not Pinterest. What we can all access is data about how is engaging with our pins.

Average daily impressions – average number of times per day your pins are shown on the Pinterest feed

Average daily users – average number of people per day your pins are shown to

Top pin impressions – pins shown most often

Country of users – what country most of your viewers live in

City of users – what city most of your viewers live in

Language of users – the language most of your viewers speak

Gender of users – the gender of most of your viewers

Interests of users – the interests of most of your viewers

Boards using your pins – the boards you have the most viewers from

Brands your top engagers follow – the brands your viewers like the most

Top clicks and repins – where most of your clicks and repins come from

Pinterest Analytics provides strong visuals to see who your audience is and what they like.

Pinterest Analytics shows what pins of yours are most engaging with your audience.

How to use the Data

So you have all of this data- what can you do with it?

Use the data to determine who your target audience is. Notice a certain gender? Find content that gender may be interested in.

Use the audience interests to properly identify content and pin to relevant boards. Notice female clothing popping? Pin more female clothing content and pin to boards related to clothing. Also ensure keywords and descriptions on your pins are relevant to these interests.

Use language data to ensure your content is relevant. Notice Spanish as a top language? Consider adding Spanish keywords to your pins.

Use pin data to determine when to repin. If there is one pin lots of people are pinning, repin it! Get more users to engage with it. Dive deep into the pin and see if there was one person with a lot of followers who helped give your pin traffic. If that’s the case, reach out to them. Find out how to work together.

It’s a lot of data, but when used properly, you can tremendously help your conversations on Pinterest.

-Bryan Nagy

]]>https://bryannagy.com/2014/09/01/using-pinterest-analytics/feed/0bryannagyPinterest AnalyticsPinterest AnalyticsPinterest AnalyticsEmail vs Social Media Marketing Infographichttps://bryannagy.com/2014/09/01/email-vs-social-media-marketing-infographic/
https://bryannagy.com/2014/09/01/email-vs-social-media-marketing-infographic/#respondMon, 01 Sep 2014 12:37:33 +0000http://bryannagy.com/2014/09/01/email-vs-social-media-marketing-infographic/Communication for Development of Ideas: Apparently, I have been away for so long that WordPress switched to a new editor. Interesting layout! So here is my new September 1 post:…]]>

I am currently in India for work and loving it. I have missed traveling for work so much. It is fantastic working with different cultures and sharing knowledge between everyone. It is an extremely satisfying feeling and I couldn’t wish for more.

Being here made me think about my site and how I miss diving into the marketing world. Things have been so busy lately that this has been ignored. Needless to say, the traffic to my site has dropped substantially.

My goal: make this site a part of my life again! Hold me to it.

Bryan Nagy

]]>https://bryannagy.com/2014/08/15/in-india/feed/0bryannagyBusinesses on Flipboard using promoted brand magazineshttps://bryannagy.com/2014/03/30/businesses-on-flipboard-using-promoted-brand-magazines/
https://bryannagy.com/2014/03/30/businesses-on-flipboard-using-promoted-brand-magazines/#respondSun, 30 Mar 2014 16:07:52 +0000http://bryannagy.com/?p=2266Continue reading →]]>I posted last week about Promoted Brand Magazines on Flipboard. The idea of a Brand Magazine is to compile relevant photos, articles, and links directly related to your business as well as those related to your consumer lifestyle. Last winter, we highlighted that Banana Republic was using promoted brand magazines for various holiday fashion trends. Now, here are a few additional businesses using promoted brand magazines.

Fashion Brands

Gap and Nordstorm Rack promoted style Brand Magazines. They are promoting around the keyword “fashion”.

Beauty Brands

Birchbox and Estee Lauder are both promoting around the term “beauty”.

– Bryan Nagy

]]>https://bryannagy.com/2014/03/30/businesses-on-flipboard-using-promoted-brand-magazines/feed/0bryannagy20140317-221208.jpg20140317-221150.jpg20140317-221657.jpg20140317-221649.jpgDigital news: Pinterest announces it will begin running ads on its sitehttps://bryannagy.com/2014/03/23/digital-news-pinterest-announces-it-will-begin-running-ads-on-its-site/
https://bryannagy.com/2014/03/23/digital-news-pinterest-announces-it-will-begin-running-ads-on-its-site/#respondSun, 23 Mar 2014 14:02:05 +0000http://bryannagy.com/?p=2269Continue reading →]]>Time has been ticking, but it’s finally happening. After more than three years since becoming one of the most popular social networks, Pinterest announced it will begin running ads on its site.

The move doesn’t come as much of a surprise for many in the marketing world. Without having a clear revenue model for years, this announcement will not only please large businesses, but also the pocketbooks at Pinterest.

Pinterest users can be rest assured (for now) that the ad model for Pinterest will be focused entirely on premium offerings. Pinterest is reportedly asking for commits of spend over $1 million. Clearly this makes this advertising opportunity out of reach for all but the largest brands. The good news for consumers is that the ad product won’t overwhelm the site they know and love.

So the question many small businesses might ask is how will this affect me? This is possibly where the best news is. Since there still is no ad model supporting lower budgets, small businesses can rest assured they can continue pinning content for free and that their pins will continue to display in Pinterest user home feeds. This should excite many businesses after it was recently announced Facebook would drop the amount of organic reach a business’s posts will have on Facebook. The time of free marketing online on large social networks may come to a close in the next few years, so businesses should take advantage while they can. Pin away!

I posted about this ad for OMEGA in 2013, but it continues to be by far the most viewed page on my website. Thus, I’d love to share it again in hopes for reaching new people. The ad is from watchmaker OMEGA. The 70-second television spot promotes OMEGA’s co-axial chronometer, and does so beautifully. You can view the ad below.

“OMEGA’s Co-Axial Chronometers are crafted to a standard unmatched by any other industrialised mechanical watch movement. In OMEGA’s new 70-second television commercial, the viewer is drawn into the world of the Co-Axial Chronometer through spellbinding animated sequences expressing the perfection of nature elegantly interacting with man-made gearwheels and other elements of mechanical watch movements. All of the elements – natural and man-made – appear to be regulated by clockwork gears. Intriguingly, all of the watch mechanisms and gears are perfect 3D renderings of components found in the OMEGA Co-Axial calibre 9300 chronograph movement.” -courtesy OMEGA via YouTube.com

Why I Love It

Television commercials are full of dull, uninspiring ads. How many more weekends must we suffer the Macy’s one day sale commercials with store models standing and smiling next to flashing red text? Why can’t automotive creative teams come up with something better than driving an SUV through a forest or a rocky desert? Why is the Wendy’s girl so annoying?

The OMEGA advertisement is different. It’s unique and wonderfully crafted. As the commercial begins, the viewer becomes mesmerized by the story playing out in front of their eyes. The ticking mechanisms developed into man’s handmade world are like a piece of art. It’s a story of man tied to developing great things, of our world reaching new heights and milestones for humans. Who is the ad for, they wonder? As the video pans out onto a golden world, it’s possible it’s for an energy company, hoping to claim they’re helping our world out. But soon the view of a ticking watch is displayed against an endless black space and the OMEGA brand name is shown on the end frame.

The ad works because it’s synonymous with the luxury of OMEGA. It moves the brand past a product and ties it in to the design of the commercial. In essence, an OMEGA watch is not just a watch, it is a work of art. It’s uniquely crafted, timeless, and a piece of craftsmanship one should aspire to own.

I’m hoping OMEGA will run this ad online as well, as I think when tied to the correct online videos, it will draw the interest of more luxury-oriented consumers. It is currently being tied in with OMEGA’s Facebook page and being promoted on their website. Even better- they name this as a “movie” versus a “commercial” or “video.” Perfect to lure in those luxury buyers!

Ralph Lauren found itself in a hotspot this week after an employee leaked a 65% off employee discount code on Twitter. Not only was the code leadked on Twitter, an employee’s user information was leaked on Instagram, providing users another way to access the employee discount. The code went viral on Twitter, and was consequently shared to coupon sites across web.

The Ralph Lauren Discount Code went viral on Twitter.

The result? Thousands of orders were placed using the employee discount. Some shoppers used the codes slightly more “ethically”, purchasing items like polo shirts and sweaters for under $100. Others tried their luck at purchasing expensive bags and even home decor, such as a nearly $6,000 chandelier.

Ralph Lauren says it will honor most of the orders, except for those that went overboard. The company also claims the code wasn’t released on purpose, a claim which raises skepticism from many. The mix-up certaintly has provided Ralph Lauren with a lot of press, and even helped clear up an excess inventory problem the company was facing with Fall and Winter inventory.

The learning here- social media can be a blessing in disguise for some businesses.

– Bryan Nagy

]]>https://bryannagy.com/2014/03/19/ralph-lauren-coupon-code-leaked-causes-controversy/feed/0bryannagyThe Ralph Lauren Discount Code went viral on Twitter.Digital News: Pinterest Launches a New Shopping Feedhttps://bryannagy.com/2014/03/18/digital-news-pinterest-launches-a-new-shopping-feed/
https://bryannagy.com/2014/03/18/digital-news-pinterest-launches-a-new-shopping-feed/#respondTue, 18 Mar 2014 22:42:24 +0000http://bryannagy.com/?p=2237Continue reading →]]>Pinterest is upping the game with its business products. Last week, it launched a new Gifts Feed. The Gifts Feed prominently displays various gifts Pinterest users can purchase- for others, or even themselves of course!

The Gifts Feed only features Product Pins, a business product released last year and one that I wrote about here. Product Pins pull in extra information about a product, such as the merchant’s name, its price, and whether or not it is currently in stock. These pins sometimes even alert Pinterest users when a product pin they’ve repinned before drops in price. The idea of Product Pins is to increase the amount of sales businesses see from Pinterest. Thus far, Pinterest says they’ve driven high click-through rates.

Pinterest Released Gifts Feed for Businesses

While the Gifts Feed is currently in “beta”, it is a great addition to the business product line from Pinterest. Pinterest users are able to shop for various products all in one place. The Gifts Feed even has a price filter which allows the user to select what price range their interested in..

What could make this even better? Letting users filter by item type, such as clothing, electronics, or home products. Even so, the Gifts Feed is a great sign of things to come from Pinterest for businesses!

-Bryan Nagy

]]>https://bryannagy.com/2014/03/18/digital-news-pinterest-launches-a-new-shopping-feed/feed/0bryannagyPinterest Released Gifts Feed for BusinessesWhat are promoted brand magazines on Flipboard?https://bryannagy.com/2014/03/17/what-are-promoted-brand-magazines-on-flipboard/
https://bryannagy.com/2014/03/17/what-are-promoted-brand-magazines-on-flipboard/#respondTue, 18 Mar 2014 03:13:02 +0000http://bryannagy.wordpress.com/?p=2241Continue reading →]]>I posted last holiday season about Banana Republic using a promoted brand magazine on Flipboard to drive holiday sales. Since then, other businesses have followed suit in hopes to reach consumers in a new mobile environment.

Many readers might ask “what exactly are promoted brand magazines on Flipboard?” To dive into this, let’s first look at what Flipboard is.

Flipboard likes to refer to themselves as a custom magazine. From a user experience that is true. At its very core though, Flipboard is an RSS feed. However, unlike the RSS feeds of yesteryear -with their text-heavy updates and unorganized appearance- Flipboard displays content beautifully.

For starters, Flipboard organizes its RSS feed by content. Each type of content gets its own section (Flipboard likes to refer to them as tiles) on the Flipboard interface. For example, a user’s Flipboard might have tiles on Business News, Science, or Style. Once a user clicks on the tile, they’re taken to articles related to this content type. The Business News tile might have articles from the Wall Street Journal for the day’s trading numbers. The Science tile might have an article from NBC News about a discovery on Mercury. The Style tile might have an article from Seventeen magazine about the latest spring fashions.

In addition to organizing content, Flipboard puts its main focus on photographs. For articles that have them, Flipboard pulls in an image from the text and displays it with the article’s title and summary. The result is a very pleasing way to view content.It follows the trends we’re seeing online, where images are the main focus over text. Think of sites like Pinterest and Mashable, where images are key to telling a story.

A large selling point of Flipboard is users can choose the content they want. If a user follows someone on a social network, they can pull this user into their own section on Flipboard. Users can also create their own custom magazine. To do so, users select content on Flipboard or elsewhere, and using a downloadable application, they can simply press a button displaying a “+” sign and add this to their custom magazine. They can choose whatever content they’d like to add to this magazine. Think of it like a Pinterest board for content.

So, where do promoted Brand Magazines come into play?

Promoted Brand Magazines stem from custom magazines. Like any other user, businesses can create their own custom magazines with their own content, others’ content, or even a mix of the two. Once this magazine has been created, the business works with Flipboard to have the magazine promoted on the Flipboard app.

Brand Magazines are promoted on Flipboard in two places. First, they are promoted on the main Flipboard page as the first tile on the screen. This placement is sold on a CPC basis weekly. It runs in the appropriate interest channel, such as News or Tech. The word “Promoted” is displayed within in the tile. Once a user taps on the tile, they’re taken to the Brand Magazine.

Promoted Brand Magazine in Flipboard tile.

The second placement of the magazine is via search. Flipboard users can search for content in the search toolbar at the top of the Flipboard app. The promoted Brand Magazine will display in search results based on keywords selected by the brand promoting a brand magazine. When a user taps on the search result, they’re taken to the Brand Magazine.

What can promoted Brand Magazines on Flipboard do for businesses?

Promoted Brand Magazines can gives businesses exposure to consumers in a place they haven’t been before. Flipboard is a truly unique environment. There isn’t as much ad blindness on such a new platform, meaning your business has a more a chance a user will notice and engage with your Brand Magainze. Additionally, Flipboard has done a great job tying in their promoted offerings within relevant content a user is already flipping through.

If there is one thing Flipboard could improve upon, it would be to make Brand Magazines in search easier to find, and suggest additional keywords for businesses to use. I have found it quite hard to find some Brand Magazines because they aren’t purchasing against as many keywords as they should be.

– Bryan Nagy

]]>https://bryannagy.com/2014/03/17/what-are-promoted-brand-magazines-on-flipboard/feed/0bryannagyPromoted Brand Magazine in Flipboard tile.Recommendation: Have one social media account per networkhttps://bryannagy.com/2014/03/09/case-study-keeping-social-media-accounts-to-one/
https://bryannagy.com/2014/03/09/case-study-keeping-social-media-accounts-to-one/#respondSun, 09 Mar 2014 15:07:50 +0000http://bryannagy.com/?p=2211Continue reading →]]>Businesses love creating various accounts for themselves on social networks. For example, a business might have an account for their overall US brand messaging, then another account for an overseas division, then another account for their HR department. Each account serves various purposes, such as the HR account focusing on posts regarding open positions. However, is this strategy the best for your business?

Royal Caribbean has several verified accounts on Pinterest, which can be confusing for consumers. Which one should they follow?

For many businesses, multiple social media accounts aren’t necessary. For one, it causes confusion for some consumers. What is the appropriate account to follow? Should they follow all of them? Secondly, undertaking several social media accounts can be overwhelming for many business owners. It’s often hard enough to manage one. Responses to consumers on social media accounts are key to survival on social networks, and being able to manage several is tough. Additionally, getting people to follow the appropriate accounts is hard- it’s hard to even get followers on one account. Adding multiple others only makes things more difficult. Businesses can forego these difficulties by sticking to one main account. Businesses need to remember this is the world wide web. Targeting messaging through separate accounts is an extreme undertaking, and the value can be tough to get. A few things can be considered when deciding if multiple accounts are right for you:

Other than different languages, how different is your brand messaging between different divisions? How will it be perceived if you make one division your main page? With consumers targeted for the other division feel “left out”?

For HR-related accounts, how will they be used? To post new jobs? To inform current employees? Does the social network allow anyone to follow these accounts, making an employee-only page unwise (platforms such as LinkedIn can offer groups that are invite only- otherwise, do you really want to share work-related posts to non-employees?). How often are you posting jobs? Could these HR posts just be mixed in with brand messaging, since these followers are already interested in your business, and therefore, might be great potential employees?

For promotional activities, such as a contest, does it make sense to create a separate account? How will consumers find the account to follow? Could this be combined to your main brand page for better communication purposes?

The moral of the story is to consider your business. Can you manage multiple accounts? Does it make sense to have multiple accounts? Different strategies can work differently for different businesses. But overall, it seems multiple accounts are overused, and it’s often just a case of multiple groups in the businesses wanting to manage their own pages. If this is the case, develop a social media strategy for your business internally, which outlines ways for various internal groups to work together and manage one account per social network for your business. – Bryan Nagy